Let’s get nerdy about the common yet often misunderstood mantra, “Keep your survey short.”
People will tolerate longer surveys if each question is easy to answer.
Just like people will tolerate a long commute if there’s no traffic.
A long TSA line, provided it keeps moving.
A long delivery time, as long as they get status updates.
A long wait at a restaurant, if compensated with free drinks.
A lengthy checkout, if the cashiers are efficient.
And a long email, if there’s a clear, bolded action item.
“Keep your survey short” is about optimizing for effort, not just time. One metric you should pay attention to is “Response Lag” – the time it takes for someone to respond to a question after reading it.
Here are a few things you can do to minimize Response Lag:
→ Cut the metadiscourse: Phrases like “Next, we’re going to ask you…”
→ Focus on the tangible: Ask about what people own and use, rather than what they might consider or prefer. (It’s easier for people to think about things that exist versus hypotheticals.)
→ Put response options into one category (see image): When presenting multiple-choice answers, ensure they belong to a single, coherent category for easy scanning.
Next Steps
If you’re considering creating a survey, but you’re unsure about your approach, then consider getting a Survey Roast.
Send me your survey draft, and for $145, I’ll make a 15 minute Loom video with copy-and-paste edits and suggestions.
I’d love to help.
Cheers,
Sam